Ben Radack 🏝️

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Ben Radack 🏝️

Ben Radack 🏝️

@benradack

Media buyer & creative strategist - I help brands lower their CPA with Facebook (Meta) ads

Los Angeles, CA Katılım Eylül 2020
576 Takip Edilen16.1K Takipçiler
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
I took over this account 2 days ago and dropped their CPA by 74%. All with a SUPER simple account structure & testing strategy Creative Testing - ABO → Went through their ad library (hundreds of ads) → Batch tested a ton of them across 5 different ad sets → Yes, Meta skipped a bunch, but it helped me find winners fast Scaling Campaign - Cost Cap CBO → Ad set 1: All historical winners from the account → Ad set 2: All proven winners from December testing - min spend limit That's it. What was broken: Their past team was hardly testing anything. All the spend was going to 1 ad that was extremely fatigued. The account had zero velocity. The fix: Simplify the account structure + increase testing velocity significantly. Sometimes the best strategy is just testing more and organizing better. You don't need 10 campaigns and complex structures. You need clean separation between testing and scaling, and you need to actually test. 2 days in, CPA dropped 74%.
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Ben Radack 🏝️ retweetledi
Ben Radack 🏝️
Ben Radack 🏝️@benradack·
Your CPA might look great but is it actually acquiring new customers? Sometimes a low CPA just means your ads are retargeting warm audiences. Your existing customers and website visitors are converting cheap. But your new customer CPA could be 3-4x higher. Here's how to check. Step 1: Set up your audience segments. → Go to Advertising Settings on the left side of Ads Manager → Select Audience Segments → Define your engaged audience (180 day website visitors) → Define existing customers (customer email list + 180 day purchasers) Step 2: Check the breakdown. → Go to your campaign and hit the Breakdown dropdown → Select Audience Segments Now you can see exactly what's happening: → What's your CPA on new audiences vs engaged vs existing customers? → If your blended CPA is $22 but your new customer CPA is $73, that's a very different picture → Your "low CPA" might just be Meta cherry picking your warmest buyers This changes how you evaluate everything. An ad with a higher blended CPA but a lower new customer CPA might be more valuable than one that looks great but is mostly retargeting. Check this weekly. It'll completely change how you read your account.
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
@agib033 sortv. See if your content creators have pages of their own. And use Leadsie to gain access
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Agi Ecom
Agi Ecom@agib033·
@benradack How can I start with whitelistint pages? Is it just create a page with a kind of customer (persona)
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
Whitelisting is crushing for us today. We took all our top performers from scaling and launched them across 4 ad sets. One per whitelisting page. But if it's performing so well why not just dump $10k/day into it? Because everything works together. When I've tried pushing this campaign to the front and spending heavy on it, the account CPA spikes. Some campaigns aren't meant to carry the whole account. They perform best as a supporting piece. The whitelisting campaign works this well because the other campaigns are doing their job too. Scaling is bringing in volume. Testing is feeding new winners. Whitelisting cleans up with a lower CPA alongside them. Not every campaign needs to be the top spender. Some of your best performers work best when they're not carrying the full load.
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Akin Oluwaseun💧
Akin Oluwaseun💧@Sir_Jattolee·
@benradack One thing media buying will teach you is patience. You've to be patience if you want to get result. High CPA exercise patience LOW CPA exercise patience So you can get the result you want.
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
Knowing when to turn an ad off is half the job. My rules: → It needs to spend 2-3x my average CPA per day for at least 3-4 days before I judge it → Check daily breakdowns not averages. 3+ bad days in a row? Kill it. One bad day pulling the average down? Ignore it → If it's the top spender in the ad set, it gets a longer leash. It might be feeding the funnel for other ads. → High ATC rate but no purchases? The ad is doing its job. Something after the click is the problem. Being patient and not reacting to single high CPA days is important for any media buyer or founder
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
@RyeMcKenzie Solid goal.  I’d personally like to retire and open up a small sushi restaurant.  Or get a fishing boat.  One or the other lol
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Ryan McKenzie | Co-Founder Tru Earth
Ryan McKenzie | Co-Founder Tru Earth@RyeMcKenzie·
A friend of mine owns this little café I like to visit from time to time. And man, this guy’s got it figured out… A couple real estate investments. His future is set. He runs the café because he wants to, not because he needs it to work perfectly. And something clicked for me sitting there. That’s the actual goal. Not the flashy milestones. Not scaling to 9 figures for the sake of saying it. Not even the massive paydays. The goal is having enough resources working for you that you can take risks and fail without everything coming apart. I think most founders get into this game thinking about success. But they forget that things change. Products lose steam. Business models stop working. Algorithms evolve. It’s easy to feel untouchable when things are good. But what happens when it all stops? That’s when you need to be okay starting over. The café owner had it right. He built enough outside the business that he could operate without any desperation. No panic. No survival mode. And it made me realize: I need enough resources outside of my main thing to keep going on my terms. Because everything ends eventually. But if you’re prepared for that? That’s freedom.
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
@SarahLevinger I think what caused a lot of the shame was also the fact that in the beginning mostly celebrities were taking ozempic.  Now its really broadened to the point where you have family and friends on GLP1s.  Makes it a lot more acceptable to most people
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Sarah 🦕
Sarah 🦕@SarahLevinger·
🎯This is spot on. To add: it’s also interesting how much “shame” has morphed in the consumer base over last 6 years (compared to how many marketers still use it as a marketing tactic.) Consumers dont feel shame the same way they used to.
Nick Shackelford 🦾@iamshackelford

673K people a month are searching for a weight loss drug most of them couldn't even pronounce a year ago. I take Reta. I just got off a call with a founder building a GLP booster. Now their searches are up 25x. If you're building in health right now and not watching this, you're asleep. // THE STIGMA IS GONE The culture around GLPs and peptides has completely flipped. It used to be tongue in cheek. "You're taking that? Why would you ever do that?" Then Hollywood started doing it. People saw the impact. The shame disappeared almost overnight. Guys losing their hair take minoxidil and finasteride. What are you ashamed of? Growing back your hair to feel confident? If you have access to lose weight with a doctor prescribing and monitoring you, of course you can take it. If you can't get hard and there's a solution you can afford, why wouldn't you? Taking a GLP used to feel like quitting. That's over and it's not coming back. // WHERE THE MONEY IS GLP side effects are well documented. - Constipation - Irregular bowel movements - Upset stomach - Nausea People are willing to withstand all of it because what they're getting back is that strong. And they're deeply searching for relief. Scroll Amazon right now. Tons of products already being built around GLP symptom management. The adjacent space is massive. Every documented side effect is a product waiting to be built. These consumers aren't going to stop taking GLPs because of discomfort. They're going to buy relief products too. // TELEMEDICINE IS POURING GASOLINE ON THIS Massive rise in telemedicine is accelerating everything. More advertising. More prescriptions. More people on these products than ever. The sweet spot for founders: you can claim an outlandish outcome that is completely realistic. Unlike "make money online" where you need a wall of disclaimers, with GLPs you will lose weight. If you don't, it's a trigger to see a doctor because something else is going on. That level of near-certainty in a consumer product almost never exists. This is the same wave that created the non-alcoholic beverage category. Different industry, same trajectory.

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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
@ashvinmelwani Don’t you think the whole “triple it up” thing is too aggressive though.  What if that ad only works at $1k/day but you decide to triple in, and you find out the hard way.
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Ash
Ash@ashvinmelwani·
The Scaling Logic: - Push to Exhaustion: If it’s hitting your goals, keep pushing until it physically can't perform anymore. - Double/Triple the Budget: Don't be afraid of aggressive scaling if the numbers are there. - Duplicate: If it works, leave the original running and work it in a different campaign to maximize reach. The goal is to get the most you possibly can out of a winner. If it’s working, scale it until it doesn't.
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
@TheecomMike Ecom still works but buyer behavior is changing.  I.e. sometimes ad angles that crushed a year ago don’t work at all anymore.  Which wasn't always a thing
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Ecom Mike
Ecom Mike@TheecomMike·
"ecom is saturated." "it won’t work." "ads are too expensive." people say this, then quit. at the same time, i scaled this store to $198k/week. ecom still works. you’re just making excuses.
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
@ashley_wright This post needs way more attention.  A lot of brands are still doing random mass invites from what I understand.  I’m not a TTS expert so I am curious, how do you know when a creators GMV is too high to reach out too, or too low.  Basically, what is the sweet spot?
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Ashley Wright
Ashley Wright@ashley_wright·
2022: brands won TikTok Shop by sending the most samples. Today: the brands winning built the best creator systems. You can have a great product. But if you’re still: • Sending samples randomly • Chasing views instead of GMV • Briefing creators with no framework You’ll struggle to turn content into revenue. And there is no prize for being the brand with the most creator posts that convert nothing. Sampling still matters. But the advantage today is structure. The brands scaling TikTok Shop build a system: 1) Send samples to creators with proven GMV, not just followers 2) Brief them with a content framework that converts 3) Track who drives sales, not just views 4) Retain top performers as repeat creators 5) Align creator drops with campaign moments Within 30 days you know who converts. Within 90 days you have a core creator group driving consistent GMV. Within 6 months the channel compounds. Lower CAC. More predictable revenue. A creator ecosystem that actually scales. Most brands are still playing the 2022 playbook. The ones building systems are already doing eight figures on TikTok Shop.
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
@PhilKiel I’d love to see an example of this and where these ads sit in the ad set.  My thought is that the ad that gets the most spend can afford to have that lower ROAS and should have a lower CPMr
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Phil Kiel
Phil Kiel@PhilKiel·
High ROAS ads in a GLP-1 account: average CPMr $57.90, average reach 75,000 people. Low ROAS ads in the same account: average CPMr $44.10, average reach 207,000 people. The ads claiming the most credit were reaching 2.7x fewer people at 31% higher cost per person reached. I wrote about why this happens here >
Phil Kiel@PhilKiel

x.com/i/article/2034…

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Rok Hladnik
Rok Hladnik@rokhladnik·
Scaling doesn’t expose your winners. It exposes your bottlenecks. More ad spend won’t fix: ➡️ weak landing pages ➡️ unclear product messaging ➡️ limited creative variety ➡️ broken attribution Every account looks efficient at low spend. Real marketing starts when you try to scale.
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
@nicktheriot_ Definetly know the problem you're trying to solve before you go to the ad library- saves you from copying random ads that don't fit your situation.
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Nick Theriot
Nick Theriot@nicktheriot_·
Before stealing any ad concept, answer this question first: "What problem am I solving in my ad account RIGHT NOW?" Need more top-of-funnel traffic? → Steal solution-aware, problem-aware, unaware ads Need better conversion rate? → Steal lower-funnel, product-aware, testimonial ads Need to break through plateau? → Steal ads from Stage 3-5 sophistication markets If you don't know what you're solving for, stealing ads is a waste of time.
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
@heyitsalexP They pivoted but I think that most people still just use them for the dashboard and pixel.
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Simone Barbero
Simone Barbero@daftsimo·
@benradack Are these partnership ads or straight up using the influencer’s page? Have you seen any meaningful differences in using one or the other? Also how many different pages you running?
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Ben Radack 🏝️ retweetledi
Ben Radack 🏝️
Ben Radack 🏝️@benradack·
Today I consolidated our whitelisting ads into one ad set with our brand videos. My CBO performs better with fewer ad sets running. So instead of keeping whitelisting in its own ad set, I merged them together. Now the campaign has: → One ad set for statics → One ad set for whitelisting ads + standard videos The only reason I'm not combining everything into one ad set is because my static ads always eat the spend. Basically like one big black hole So I'm using min spend limits on the video ad set to force Meta to distribute budget more evenly. Keeps the campaign from getting top heavy with one ad set eating 80% of the budget. Fewer ad sets. Min spend limits to control distribution. Simple.
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Ben Radack 🏝️
Ben Radack 🏝️@benradack·
@ConnerFleming13 If you add too many ads into an ad set - it does reset it. But if you have 30 ads and you drop 4 in, it generally doesn't
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Conner Fleming, PA-C
Conner Fleming, PA-C@ConnerFleming13·
@benradack This is very interesting to me. Been doing the batch testing for awhile with numerous adsets and killing after 7 days of didn’t steal beyond minimum. Do you find that injecting into same adset has trouble with resetting learning?
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Agi Ecom
Agi Ecom@agib033·
@benradack Rly helpfull that you share a lot info, loved your comment about reusing post ids. Worked amazing for me!!!!
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Keşfet

@MenachemAni @agib033 @Sir_Jattolee @RyeMcKenzie @SarahLevinger @ashvinmelwani @TheecomMike @ashley_wright